Seun Ifekoya

SEUN IFEKOYA HEAD OF DIGITAL COMMERCE | DIGITAL P&L • D2C • MARKETPLACE • DIGITAL TRANSFORMATION B2B • Lagos, NG | linkedin.com/in/seunifekoya | github.com/theseunifekoya EXECUTIVE SUMMARY Strategic Head of Digital Commerce with 10+ years of progressive experience building and scaling end-toend digital revenue ecosystems across D2C, B2B, marketplace, and quick-commerce channels. Proven track record of owning digital P&L, driving measurable growth in customer acquisition, conversion, and retention — while maintaining rigorous performance discipline across CAC, ROAS, AOV, and Gross Margin After Media. Deep expertise in FMCG-aligned digital operations, multi-platform eCommerce management, CRM lifecycle strategy, and cross-functional leadership spanning Sales, Marketing, Supply Chain, Finance, and Technology. A data-first commercial leader who combines strategic vision with hands-on execution — capable of leading high-performing digital teams, defining technology roadmaps, and embedding digital capability across complex organisations. Ready to bring transformational digital commerce leadership to Guinness Nigeria's next growth chapter. CORE COMPETENCIES Digital P&L Ownership | D2C Commerce Strategy | Marketplace Management (Jumia, Konga, Glovo) | B2B Digital Distribution | Performance Marketing (ROAS, CAC, MER) | CRM Lifecycle Campaigns | Conversion Rate Optimisation | Customer Retention & Loyalty | SEO/SEM & Paid Media | Retail Media & Digital Shelf Excellence | S&OP Demand Forecasting | Customer Experience (NPS / CSAT) | Data Analytics & Customer Segmentation | CDP / CRM / BI Tools | Digital Product & Platform Ownership | Fulfillment & Last-Mile Operations | Team Leadership & Capability Building | Cross-Functional Collaboration | eCommerce Platform Management | Digital Trade Calendar Planning CAREER HISTORY Founder & Head of Digital Commerce 2023 – Present trickle BIG Agency — Lagos, NG Founded and lead a digital commerce consultancy operating as a growth partner for Nigerian SMEs and DTC brands — owning end-to-end digital revenue strategy, platform operations, and team delivery across multiple client accounts simultaneously. • Own full digital P&L across client portfolios — defining revenue targets, managing CAC, ROAS, and Gross Margin After Media, and executing annual commercial planning and digital trade calendars that delivered an average 35% increase in clients' monthly online revenue within 12 months. • Lead D2C digital commerce strategy end-to-end — managing Shopify and WooCommerce platform operations, overseeing CRO frameworks, cart recovery workflows, and subscription model implementation, achieving a 28% average uplift in conversion rates and 22% reduction in cart abandonment across managed storefronts. • Built and managed B2B digital distribution channels — defining commercial terms, assortment strategy, pricing governance, and compliance standards for wholesale digital partners, driving a 40% increase in B2B order volume and improving digital distributor brand compliance scores by 30%. • Designed and executed CRM lifecycle campaigns — covering customer acquisition, replenishment, cross-sell, and retention sequences — growing active customer bases by an average of 60% per client account and improving repeat purchase rates by 35% through personalised automation and segmentation. • Established performance marketing operations across paid media (Google Ads, Meta, TikTok), affiliate partnerships, and influencer activations — delivering an average 3.2x ROAS and 40% reduction in CAC while scaling qualified traffic across D2C and marketplace channels. • Implemented ERP-integrated fulfillment and last-mile logistics coordination — synchronising inventory management, order pipelines, and delivery partner performance tracking, reducing operational overhead by 32% and cutting delivery complaints by 35% through SLA enforcement and real-time monitoring. • Led, mentored, and developed cross-functional digital teams spanning eCommerce operations, content, performance marketing, and customer experience — building digital capability across client organisations through structured training and best-practice frameworks. eCommerce Specialist & Digital Commerce Manager November 2022 – Present Souqify LLC — Dubai, UAE (Remote) Managed full-spectrum digital commerce operations for a high-volume Shopify-powered retail brand — overseeing platform performance, paid media, marketplace listings, fulfillment, and CRM in a fast-paced, data-driven environment. • Led end-to-end Shopify platform management — overseeing product listings, digital shelf excellence (A+ content, SEO-optimised titles, high-conversion imagery), pricing governance, and promotional execution — achieving a 25% increase in conversion rates and 15% uplift in AOV. • Managed paid media strategy across Google Ads, Meta, and affiliate channels — optimising for ROAS, CAC, and Marketing Efficiency Ratio — delivering a 30% increase in ad-driven traffic and a 20% reduction in cost-per-click, consistently exceeding monthly revenue targets. • Implemented CRM and email marketing automation — including acquisition flows, replenishment triggers, and loyalty communications — improving email deliverability by 40%, boosting campaign open rates by 10%, and growing repeat purchase revenue by 25%. • Oversaw marketplace operations including listing management, retail media placements, and promotional negotiations with platform partners — improving digital shelf visibility and contributing to a 20% increase in marketplace-driven sales volume. • Managed IT infrastructure, payment gateway integrations, logistics APIs, and third-party platform sync — maintaining 99.9% uptime and ensuring seamless order fulfillment from confirmation through lastmile delivery. • Produced weekly and monthly performance reports covering sales volume, CAC, ROAS, conversion rate, cancellation rate, and delivery completion — presenting data-driven insights to senior management and adjusting strategy in real time. Digital Marketing Manager & Web Developer December 2018 – September 2021 Sidmach Technologies — Lagos, NG Delivered digital commerce, marketing, and CRM solutions for clients across FMCG-adjacent, retail, healthcare, and hospitality sectors — driving cross-channel growth through platform integration, performance marketing, and data-driven optimisation. • Managed multi-platform eCommerce operations (Shopify, WooCommerce, Magento, BigCommerce) for multiple clients simultaneously — overseeing product lifecycle management, digital content, pricing strategy, and customer experience standards across all digital touchpoints. • Developed and executed integrated digital marketing strategies — combining paid media (PPC, social ads, retargeting), SEO, and content marketing — achieving a 35% increase in traffic, 20% reduction in CAC, and 25% uplift in conversion rates across client accounts. • Deployed Hospital Management Systems (HMS: Meditech, Cerner) and Learning Management Systems (Moodle, Blackboard) — gaining hands-on exposure to enterprise digital transformation, system integration, and user adoption within large, complex organisations. • Collaborated cross-functionally with design, sales, operations, and technology teams to deliver platform upgrades, promotional campaigns, and new product launches on time and within budget. • Produced detailed KPI dashboards and performance reports — tracking revenue, traffic, conversion rates, and ROI — and presented strategic recommendations to client leadership teams. Digital Content & Growth Strategist September 2021 – November 2022 Hyphen Hax Tech — Lagos, NG • Designed and executed content and SEO strategy that drove a 30% increase in organic traffic and 20% uplift in qualified lead generation through keyword optimisation, content calendaring, and UGCinformed editorial direction. • Led cross-platform content syndication and brand voice development — growing social media engagement by 40% and improving content-driven conversion rates by 20% through data-informed iteration. • Collaborated with marketing, product, and commercial teams to ensure consistent messaging and brand compliance across all digital customer touchpoints. Web Designer & Digital Platform Manager June 2015 – November 2018 Tech City NG — Lagos, NG • Managed and optimised a high-traffic digital publishing platform — overseeing content listings, UX improvements, and site performance — driving a 30% increase in session duration and a 40% improvement in organic search rankings. • Integrated SEO best practices and responsive design principles across the platform, reducing page load times by 20% and significantly improving mobile user experience and retention. Systems Administrator November 2009 – April 2015 MTN Nigeria — Ibadan, NG • Managed enterprise IT infrastructure for one of Africa's largest telecoms — maintaining 99.9% system uptime, implementing security protocols, and building automation systems that improved operational efficiency by 25%. • Designed and executed disaster recovery and data backup frameworks — safeguarding missioncritical systems and ensuring business continuity across all operations. EDUCATION & CERTIFICATIONS Bachelor of Engineering (B.Eng) — Covenant University, Ota, NG • Google Analytics 4 Certificate — Google Digital Garage • Google Ads Certificate — Google Digital Garage • Fundamentals of Digital Marketing — Google Digital Garage • Digital Marketing Certification — HubSpot Academy Actively pursuing: MBA (Digital Commerce specialisation) | Meta Blueprint Certification | Shopify Commerce Certification TECHNICAL SKILLS & TOOLS eCommerce Platforms: Shopify, WooCommerce, Magento, BigCommerce — end-to-end platform ownership Marketplace Operations: Jumia, Konga, Glovo — listing management, retail media, promotions, digital shelf excellence Performance Marketing: Google Ads, Meta Ads, TikTok Ads, Affiliate Marketing, Influencer — ROAS / CAC optimisation CRM & Marketing Automation: Email lifecycle campaigns, segmentation, retention flows — Klaviyo, Mailchimp, HubSpot Analytics & BI: Google Analytics 4, Search Console, KPI dashboards — AOV, CVR, NPS, CSAT, MER tracking SEO / Content: Technical SEO, keyword strategy, A+ content, UGC, ratings & reviews management Technology & Platforms: SFA systems, CDP integration, ERP-connected fulfillment, payment gateways, logistics APIs Databases & Dev: MySQL, MongoDB, Amazon RDS, HTML, CSS, JavaScript, WordPress Productivity & PM: Google Workspace, Microsoft Office 365, Asana, Trello, Slack VOLUNTEERING IT & Digital Lead — Winners Chapel International, Canaanland, Ota (2006 – Present) Overseeing IT infrastructure, AV systems, and digital communication platforms for an international congregation — managing social media presence (Facebook, Instagram, Twitter), online community engagement, and digital outreach strategy across multiple channels. Lagos, Nigeria | Available In-Person | linkedin.com/in/seunifekoya